2017 Teleflora's Mother's Day Success Guide

Mother’ s Day

SUCCESS GUIDE

Our Top 12 Projected Bestsellers

Which Social Media Should You Be On?

Mother’s Day Tips for Success from a Local Florist

2017 Mother’s Day Success Guide

APRIL S U N D AY

M O N D AY

T U E S D AY

W E D N E S D AY

T H U R S D AY

F R I D AY

S AT U R D AY 1

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Download the Facebook Kit from the Mother’s Day Toolbox on MyTeleflora.com 9

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13 Confirm Mother’s Day temps and delivery drivers

Mother’s Day Auction 16

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18 Look for your May directory, arriving in shops this week

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24 Administrative Professionals Week begins

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Are you open on Mother’s Day? Let us know at MyTeleflora.com or by calling 800.569.8302 21

Display merchandising items from Teleflora’s FSG Update Kit 25

22 Mother’s Day prep Staff Meeting

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Load your electronic Directory

27 Administrative Professionals Day

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Include Statement Stuffers and your promo offer in all of your deliveries

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MAY S U N D AY

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M O N D AY 1

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W E D N E S D AY

T H U R S D AY

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Upload custom Mother’s Day SKUs on your eFlorist site 8

Teacher Appreciation Week begins

T U E S D AY

Green and prep vases for Mother’s Day

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Mother’s Day

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Are you open on Mother’s Day? Let us know at MyTeleflora.com or by calling 800.569.8302 9

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Teacher Appreciation Day Order via Buy The Bunch® with Flowerbuyer.com

Last chance to order via Flowerbuyer.com Auction

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F R I D AY

S AT U R D AY 6

Post, tweet and blog behind the scenes Mother’s Day bouquet creations 11

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Last day to order from Flowerbuyer.com with Priority Overnight 18

Replace Mother’s Day merchandising with Everyday bouquets

Email coupon to first-time Mother’s Day customers

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OPEN ON MOTHER’S DAY? LET US KNOW! Teleflora is making special efforts to route Headquarters and florist-to-florist orders to your shop on Sunday, May 14 for Mother’s Day, ensuring your shop receives every order possible. If you plan to be open and accepting orders on Mother’s Day, we need to hear from you! Please visit myTeleflora.com or call 800.569.8302.

T REND RE P O RT

purple sparkles

Shining through as this season’s chic new look are stunning rich purple orchid hues, combined with rhinestones that sparkle and shimmer Bring the trend to life in your shop: • Feature your merchandising display atop a rich purple tablecloth that complements the bouquet colors.

• Merchandise this bouquet paired with sparkling jewelry to offer an upscale Mother’s Day gift package.

• Use rhinestone votives or accents to elevate the look of your display.

• Include the “Purple Sparkles” trend display piece and the “Make her day shine” poster from your Mother’s Day FSG Kit to tie the look together.

Teleflora’s Sparkle And Shine Bouquet

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T REND RE P O RT

artisanal & aqua

Soothing shades of aqua, teal and turquoise mixed with unique floral prints meet handcrafted and artisanal charm Bring the trend to life in your shop:

• Pair with complementary kitchen utensils or stoneware to emphasize the vase’s after-use as a pitcher.

• Mix varying shades of aqua, turquoise, and white together to create a soothing, ocean-like look.

• Pair with vintage accents or pearls for a beautiful heirloom effect.

• Include the “Artisanal & Aqua” trend display piece found in your Mother’s Day FSG Kit to tie the look together.

Teleflora’s Artisanal Beauty Bouquet

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T REND RE P O RT

ultra violet

Pretty pressed violets and feminine floral patterns in all shades of purple inspire this season’s new stunner Bring the trend to life in your shop: • Start with the “Ultra Violet” trend display piece found in your Mother’s Day FSG Kit. • Accent your display with purple candles, decor, or stems of lavender.

• Feature a small violet plant under a glass cloche.

• Create a violet tablescape to showcase this bouquet as a stunning centerpiece.

Teleflora’s Dancing Violets Bouquet

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T REND RE P O RT

haute pinks

Shades of fuchsia and haute pinks meet modern trends for a chic fashion-forward statement Bring the trend to life in your shop: • Use the printed bouquet standee from your Mother’s Day FSG Kit to create a display without using any flowers.

• Add sweet treats in hues of hot pink to accent the rich colors of Teleflora’s Bold Elegance Bouquet.

• Display complementary pink add-ons, such as jewelry or high-end candles.

• Include the “Haute Pinks” trend report found in the Mother’s Day FSG Kit to tie the look together.

Teleflora’s Bold Elegance Bouquet

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The way we can never get up on time, how we want things “just right,” the career paths we take, how we’re the strongest when we feel the weakest. We hear “You’re just like your mother” throughout our lives…But in the end, we’re thankful that we are. This Mother’s Day, Teleflora celebrates mom with a handmade bouquet that is beautiful and radiant – “Just Like Her”.

Teleflora will introduce a heartfelt anthem video ad that will debut on Teleflora’s social media page. The video, which goes live on April 30, 2017, is the newest in Teleflora’s collection of award-winning and critically acclaimed ads to debut over the last two years. The video will feature all of the bouquets in the Mother’s Day collection.

This national campaign will utilize social media and digital channels to promote the ad to consumers, thereby reaching them as they are making purchasing decisions for Mother’s Day.

Check your email inbox for our special florist version of the video, ready for you to post and share with your customers.

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2017 Mother’s Day Success Guide

BUILD BUSINESS WITH TEACHER APPRECIATION WEEK Fresh flowers are a top choice for parents and students when sending a “Thank You” gift for Teacher Appreciation Week, and deservedly so – teachers play a vital role in molding the lives of youth, and they deserve to be honored.

Teleflora is proud to partner once again with GLSEN in celebrating Teacher Appreciation Week from May 8-12, 2017 (Teacher Appreciation Day is May 9th). During that week, Teleflora’s Be Happy Bouquet with Roses will be offered at a 20% discount. The discount will be fully funded by Teleflora, and 10% of all proceeds will go to GLSEN’s efforts of making schools a safer place for all students.

You can drive more orders locally by posting about the holiday on Facebook or other social media. Our Facebook Kit, available on MyTeleflora.com/TBD, includes images and posts that you can use directly on your page.

ABOUT GLSEN’s mission is to ensure that every member of every school community is valued and respected regardless of sexual orientation, gender identity, or gender expression.

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2017 Mother’s Day Success Guide

TOP TIPS FOR A SUCCESSFUL MOTHER’S DAY Featuring Clara Gonzales, Tiger Lily Florist Clara and Manny Gonzalez of Tiger Lily Florist in Charleston, SC have been executing Mother’s Day in their shop for 21 years. We sat down with Clara to learn more about what makes them successful – and keeps them sane – during the Mother’s Day madness.

Set a limited bouquet “menu.” “Selling 30-50 arrangements is like being a short order cook at a deli, you just can’t do it,” says Clara. In addition to receiving orders from Teleflora, Tiger Lily Florist usually offers 6 to 7 of their own bouquets in the days leading up to Mother’s Day. They range in style and price, and Clara usually tries to include one unique bouquet that showcases her creativity.

Don’t undersell yourself. Start each sales conversation by offering customers a high-end bouquet, and only move to a lower-priced bouquet upon request. “Don’t underestimate how much customers want to spend on mom. $65 is a sweet spot, but lots want to spend $150, and some over $200,” says Clara.

Perfect your system. Tiger Lily Florist has developed a “dot system” to indicate which bouquets in the cooler have already been sold. Each bouquet in the cooler gets a small colored dot, and if the dot is removed, the staff knows that bouquet is sold.

Perfect your website. Your website is literally your storefront – be sure to have current holiday information and bouquets. Last year, Clara noticed that some of their competitors had old information on their site, or didn’t have online ordering, which is essential for success.

Quick Tech Tip: Tiger Lily Florist uses the Animoto app, which turns photos into videos for use on social media!

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2017 Mother’s Day Success Guide

SOCIAL MEDIA What will work for you?

Less is more when choosing your social media presence. Instead of trying to be everywhere online, focus your efforts on just one or two places.

But how to choose? Consider which ones your audience is using, and the type of content you’d like to post.

FACEBOOK is one of the most powerful and popular social platforms in the world. Facebook makes it very easy to target advertising, and consumers often seek out businesses on the platform.

INSTAGRAM also focuses on images and video, and is a powerful medium for florists. Instagram has become increasingly popular in recent years, especially among younger audiences.

TWITTER is an ongoing conversation like text messaging that has become widely popular. Consumers often use Twitter as an alternative to contacting companies’ customer service departments, so be prepared to respond to users quickly.

PINTEREST allows members to post or save photos, videos, and other images to their pinboards. The site is ideal for visual businesses like florists, particularly those that specialize in weddings. While Pinterest has a predominantly female audience, the number of users is smaller than other platforms.

SOCIAL NETWORKS, RANKED BY ACTIVE USERS:

1.8 BILLION

600 MILLION

317 MILLION

150 MILLION SOURCE: STATISTA

It’s hard to be on all platforms. Facebook is a good one to start with as most consumers use it. From there, choose another that best meets your needs, and then monitor them closely. Social media only works if you stay involved.

Don’t forget to download our Facebook Kit at MyTeleflora.com/mday_socialmediakit.aspx with ready-to-post images and copy. It helps make Mother’s Day easier.

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2017 Mother’s Day Success Guide

3 THINGS TO DO ON YOUR “ABOUT US” PAGE TO WIN OVER CUSTOMERS Your “About Us” page is likely one of the most visited pages on your site. Show off your personality and gain some new customers with these three tips.

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BOOST ORGANIC SEO FOR MORE VISITORS WITH LINKS AND VIDEOS An engaging video increases site visit time and helps optimize your website for Google traffic. Photos are great too! Another way to boost SEO is to link to pages within your site or to other sites.

Example: Visit our wedding category www.elizabethcarter.com/weddings to get inspired! To see how

amazing our wedding videos and photo can look, check out www.elizabethcarter.com/photos. We’ve also partnered with award-winning bakery Chez Cakes to bring you VIP discounts on your wedding cake. Visit www.chezcakes.com.

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ENTICE CUSTOMERS WITH A SUMMARY THAT’S FRIENDLY (BUT PROFESSIONAL) & TELLS YOUR STORY

Example: My name is Elizabeth Carter. I have a passion for all things floral, and a 15-year track record

of delighting people with gorgeous custom-designed floral arrangements. Tired of punching the time card, I took a leap of faith in 2002 with the mission of bringing artistry, beauty, and delight through original, stunning floral arrangements to every household in Los Angeles. Fifteen years later, we are still delivering on our mission.

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ESTABLISH CREDIBILITY WITH REVIEWS OR TESTIMONIALS

Example:

Samantha J. 02-20-2017

By far, the best florist in Southern California. Elizabeth Carter delivered the perfect

arrangement on time! Thank you for taking such care.

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2017 Mother’s Day Success Guide

TOP 12 PROJECTED BEST SELLERS

Teleflora’s Sparkle And Shine Bouquet T17M100A

Teleflora’s Artisanal Beauty Bouquet T17M200A

Teleflora’s Splendid Garden Bouquet T17M300A

Teleflora’s Dancing Violets Bouquet T17M400A

Teleflora’s Bold Elegance Bouquet TEV52-1A

Pretty Please TEV12-4A

How Sweet It Is T46-1A

Teleflora’s Polka Dots And Posies T52-3A

Arrive In Style T55-2A

Cotton Candy T37-1A

Teleflora’s Possibly Pink T145-1A

Enchanted Cottage T50-1A

Visit themarket at themarket.myteleflora.com or call 800.333.0205 option 2 (Canadian shops call 800.668.5770) today to stock up on containers for these featured bouquets.

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2017 Mother’s Day Success Guide

SAVE WITH FLOWERBUYER THIS MOTHER’S DAY You don’t need to switch suppliers completely to save big. Try Flowerbuyer this Mother’s Day and pay less for the same quality flowers.

ROSE, WHITE, 60 CM National Average Stem Price: $1.75 Flowerbuyer Average Price: $0.42 Savings with Flowerbuyer: 76%

ROSE, LAVENDER, 60CM National Average Stem Price: $1.75 Flowerbuyer Average Price: $0.64 Savings with Flowerbuyer: 63%

CARNATION, PURPLE SELECT National Average Stem Price: $0.55 Flowerbuyer Average Price: $0.26 Savings with Flowerbuyer: 53%

ALSTROEMERIA, PINK National Average Stem Price: $0.68 Flowerbuyer Average Price: $0.53 Savings with Flowerbuyer: 22%

LILY, ORIENTAL National Average Stem Price: $0.74 Flowerbuyer Average Price: $0.39 Savings with Flowerbuyer: 47%

CHRYSANTHEMUM, WHITE, SINGLE National Average Stem Price: $2.00 Flowerbuyer Average Price: $1.08 Savings with Flowerbuyer: 46%

CALL 877.625.3243 TO FIND OUT HOW YOU CAN GET ROCK-BOTTOM PRICING “I don’t have time to dedicate to the auction most days. Setting autobids based on the past auction results has been my go-to! Anything I don’t win, I’ll buy off of ‘Buy Now’ or my local wholesaler. I’ve saved thousands of dollars a year by doing this!”

Mark Duffy, Judy’s Village Flowers, Foxboro, MA

CALL 877.625.3243

K E Y D AT E S MARCH 27 Set your autobids for Flowerbuyer.com Mother’s Day Auctions

MARCH 28

Flowerbuyer.com special auctions start today and continue every Tuesday/Thursday

MAY 9

MAY 10

MAY 11

Order via Buy the Bunch with Flowerbuyer.com

Last chance to order via Flowerbuyer.com auction

Last chance for priority overnight with Flowerbuyer.com

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2017 Mother’s Day Success Guide

HAPPY CUSTOMERS MAKE LOYAL CUSTOMERS Mother’s Day provides a great opportunity to build customer loyalty. Use these tips to build strong, lasting relationships with your customers:

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Order Delivered? Send a Confirmation Today, customers expect delivery confirmations. Confirm your deliveries as soon as possible, and avoid fees by sending confirmations by 9 p.m. (local time) on the requested delivery date. To avoid confusion, confirm the delivery AFTER it has been made.

Remember That Delivery Drivers Are Customer Facing Your delivery drivers are a primary point of contact with customers. These employees benefit from up-to-date information while on the road. Dove POS users with delivery manager can use the FREE eDelivery module to confirm orders on-the-go, as soon as they are complete. Your drivers can mark orders as they are delivered, clock in and out, and view order information on the road in real time using a Web-enabled mobile phone or tablet.

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Prioritize Local Customers Flexible Codifications gives you real-time control over your delivery areas - turn specific delivery ZIP codes on and off any time you like!

Available on MyTeleflora.com, the Holiday Delivery tab will become active on April 24th, allowing you to add and delete delivery ZIP codes for the Mother’s Day period, so you can focus on quality customer service for your area.

Help Customers Remember Mom Those with Dove POS and RTI can use the Basic and Advanced Marketing modules to send Mother’s Day email reminders that bring customers to your website.

Easily manage customers’ records including birthday and anniversary reminders.

For a complete list of Mother’s Day preparations, visit MyTeleflora.com 14

2017 Mother’s Day Success Guide

MAKE YOUR MOTHER’S DAY EASIER Tired of struggling through each holiday? No matter the size of your shop, Dove POS offers the industry’s most affordable and flexible system, designed to help you streamline your operations and increase productivity.

A recent survey of Dove POS users gave our world-class support team a 90% satisfaction rating

Key features include: Mobile Dove POS: Access your Dove POS software anytime, anywhere from your mobile device. Take orders at farmer’s markets, bridal conventions, or even use a smartphone or tablet as an extra workstation for walk-in customers during busy holidays – like Mother’s Day. Targeted Marketing: Create postcards, letters, and holiday emails featuring your own custom bouquets. It’s marketing made easy!

Event Manager: Wow customers with beautiful and professional event and wedding proposals, customized specifically for your shop, with this free module.

Delivery Manager: Save time during the Mother’s Day rush by creating real-time optimized delivery routes and mobile delivery confirmations that can be sent from your driver’s smart phone.

For more information, call 866.444.3683 15

2017 Valentine’s Day Success Guide

TOP TAKEAWAYS FOR MOTHER’S DAY SUCCESS OPEN ON MOTHER’S DAY? LET US KNOW!

If you plan to be open and accepting orders on Mother’s Day, we need to hear from you! Teleflora is making special efforts to route Headquarters and florist-to-florist orders to your shop on Sunday, May 14, for Mother’s Day, ensuring that your shop receives every order possible.

Please visit MyTeleflora.com or call 800.569.8302.

READ MOTHER’S DAY TIPS FOR SUCCESS

Clara Gonzalas of Tiger Lily Florist shares her secrets for a successful and sane Mother’s Day (p 9).

LOOK OUT FOR TELEFLORA’S “JUST LIKE HER” CAMPAIGN View and share Teleflora’s “Just Like Her” ads to promote your shop (p 7).

SAVE BIG ON MOTHER’S DAY FLOWERS

Flowerbuyer.com has some of the best deals on popular Mother’s Day flowers (p 13). Start saving this Mother’s Day!

CHOOSE THE RIGHT SOCIAL MEDIA

Learn more about social media (p 10), and don’t forget to download the Mother’s Day Facebook Kit on MyTeleflora.com!

FOLLOW OUR TIPS FOR MAKING LOYAL CUSTOMERS Use Mother’s Day as a chance to strengthen your customer base with our tips. (p 14).

HELPFUL CONTACT NUMBERS Customer Service: 800.421.2815 U.S. 800.668.5770 Canada Monday – Friday: 8 a.m. – 7 p.m. (CST) Saturday: 8 a.m. – 2 p.m. (CST) eFlorist: 866.983.3932

DovePlus: 800.720.9410

Teleflora’s Splendid Garden Bouquet

Products: 800.333.0205 Flowerbuyer.com: 877.625.3243

Teleflora orders are better than the rest. Our orders have higher average values, no delayed response penalties, and we never charge you a rejection fee!